The new GAME will combine the best of Gamestation and GAME into one new chain, the firm has told MCV.
All 122 Gamestation are being rebranded GAME throughout September and October.
But the firm insists the Gamestation ethos will live on, with the new chain combining the accessibility of GAME and the knowledge, community and passion of Gamestation.
The firm says it wants to build the ‘most valuable community of gamers,’ and from October will roll out a new scheme called GAME Hunter, which will allow customers to access the company's entire range of games, both old and new and physical and digital, to be delivered to any UK address.
The specialist chain is also introducing more interactive elements into its stores, launching a new GAME app, and there will be free Wi-Fi in all of the firm's 341 outlets.
A new loyalty scheme is also being introduced that combines both the existing GAME and Gamestation ones, and there will be a new, wider and better PC download offering.
“The new GAME will combine the best of both brands. For example, the gamestation trade-in proposition, ‘We Won’t Be Beaten On Trade-In’, continues under the new unified brand and likewise the passionate and knowledgeable gamestation store teams stay with us and continue to provide outstanding support and advice for all gamers,” said Game Retail boss Martyn Gibbs.
“Our aim is to hold the UK’s biggest range of games, gaming gear and exclusive content whilst also ensuring that we are constantly evolving, listening to our customers and adapting our approach to really deliver for them. The above initiatives are only a snapshot of a whole host of exciting plans in the pipeline: new titles, formats, partnerships, digital initiatives. We forward to sharing them with our customers as soon as we can.”